Following a renewal of its advertising contract with Dubai Airports until 2028, JCDecaux launched its first VIP Digital Gate campaign with Bulgari in the First & Business class dedicated check-in area of Terminal 3 (Emirates), in November.

JCDecaux became the exclusive advertising concession holder at Dubai International (DXB) in 2008 and has worked closely with Dubai Airports to evolve the digital/media environment in the eleven years since.

The world-renowned advertising company says it is, “currently rolling-out an ambitious digital media plan to position the airport at the forefront of an advertising revolution, supporting Dubai Airports in their strategic ambitions.”

In turn, it hopes to contribute to further transforming the airport environment through ‘innovation, enhancing the passenger experience, while offering to brands premium communication platform in this preserved environment’.

MEDIA EVOLUTION AT DUBAI INTERNATIONAL AIRPORT

“The media environment at DXB is completely evolving now, offering premium communication platforms for travel retail brands,” Aude Cicile, Marketing Director, Dubai and Northern Emirates, JCDecaux – Middle East, told TRBusiness.

Bulgari, which has invested in a significant advertising presence at Dubai International (DXB) since 2014, it has become the first brand to advertise on the newly unveiled digital platform ‘VIP Digital Gate’.

On this occasion, Bulgari took the opportunity to feature its new watch launch Serpenti Seduttori on large portrait LED screens, totalling more than 57sqm of advertising presence.

LUXURY OF TIME

“The four imposing high definition LED pillars forming the ‘VIP Digital Gate’ are greeting First & Business class passengers in their dedicated check-in area,” says JCDecaux.

JCDecaux says it is, “currently rolling-out an ambitious digital media plan to position the airport at the forefront of an advertising revolution, supporting Dubai Airports in their strategic ambitions.”

“Leveraging on a premium environment, airports are the gateway to luxury brands more than ever before: in fact 77% of travellers associate their airport experience with the luxury of time, giving them the opportunity to indulge themselves (LuxeRedux Study JCDecaux Airport 2017).

“This iconic site, exclusively targeting affluent First & Business passengers, will reinforce Bulgari’s strong advertising presence in Departures close to duty free.”

Eugene Barry, EVP Commercial at Dubai Airports said: “Through our long-time partner JCDecaux, we are investing in advertising experience upgrades at DXB.

“These new digital platforms are integrated along the customer journey and will enable us to showcase brands in new and dynamic ways to millions of travellers each month.”